Vionic
Lead Designer
- Email creative
Vionic offers shoes ranging from sneakers to heels with proprietary technology to improve comfort and provide relief from plantar fasciitis and heel pain. I re-hauled their automation creative (6 series, 27 emails) and created a design system that compliments their aesthetic branding.
Creative
Methodology
Because Vionic's previous creatives lacked many email design best practices, I created a new system and style format to follow; not only to create effective emails but also to maintain consistency across all emails.
Hero
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Large logo placement that links to the homepage
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Engaging headline, sub headline, and supporting copy
that sets the tone for the email topic -
At least one clear CTA to prompt immediate action
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Strong and bold photography to attract interest​
Body
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Body copy to support interest, relevancy, or urgency -- for example, in forms of dynamic product placement, promo codes, or newsworthy information
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Use of multiple CTAs throughout the body to increase click through
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Secondary messaging to support the email's subject, in the below case, USPs.
Welcome Series
As the first automation series, and first touchpoint with the customer, Vionic was
seeking a more aesthetic email approach. Despite having minimal branding
guidelines, I re-vamped their creative with an earthy minimalistic style, taking
after their stunning new photography. The client was thrilled with the refresh.
3/5 emails designs below
Before
After
Winback Series
A series to re-engage with customers, enticing them
to make a purchase. For this series, we offered a
15% promo code to persuade decision making.
3/3 emails designs below
